Universal Methods of Design

RESEARCH METHOD • SYNTHESIS / ANALYSIS TECHNIQUE

52 Laddering

Use laddering to reveal the connection between a product’s obvious physical characteristics and the deeper, more profound personal values that it reinforces in a customer’s life.¹

Laddering is a one-on-one interviewing technique that helps researchers make explicit connections between product attributes, the benefits and consequences of using a product, and the personal values the product reinforces.² Laddering builds on Means–End Theory, which posits that people make purchasing decisions based on consequences afforded by using the product, and that each consequence reinforces an underlying ...